Which influencer would you like? – ersatzwirtschaft

Influencer marketing has become an integral part of many companies’ marketing strategies in recent years. According to a 2023 study, the online retailer Zalando carried out the most influencer collaborations in Germany this year. There were 119 in total. This was followed by Amazon with 79 and NA-KD Fashion with 71 collaborations.

The company itself decides who advertises for the respective brands. While Dagi Bee advertises skin products from CeraVe and Pamela Reif advertises the sports brand Puma, Twenty4Tim works with the iced tea manufacturer Lipton. However, companies should not choose their cooperation partner at short notice. It is important that both parties agree on a number of points. Among other things, choosing the right advertising face is important when working with influencers. What else companies should pay attention to when choosing their cooperation partners.

Who do we want to reach?

When selecting an influencer for a collaboration, the respective target group or community is the be-all and end-all. Companies should choose people whose communities match the needs of their own target group. Before a collaboration, both the demographic characteristics, such as gender and age, as well as the behavior and interests of the followers should be analyzed. Companies have to ask themselves the question: Does the target group fit our brand, or the product or service we offer?

Which platform is being used?

Another important point that companies should not ignore before working with influencers is the platform on which the respective person is represented. For example, if a company wants to reach 13-24 year old women with its product or service in the form of short videos, cooperation with a Tik-Toker would be a natural choice. If you prefer advertising in the form of stories, it makes sense to work with someone who is active on Instagram. The platforms differ not only in their target group, but also in the production and duration of the content and the communication with followers. Companies can also consider which platform best suits their own brand identity.

Micro or macro?

When selecting a cooperation partner, the reach of the respective person plays a central role. Here, a distinction can be made between so-called micro and macro influencers. According to the German Institute for Marketing, micro influencers are people who have between 5,000 and 10,000 followers on a social media platform. Macro influencers are people with 100,000 or more followers online. Both types have their respective advantages. While micro influencers can score points with their high engagement rate, macro influencers offer a broader target group. Companies have to weigh things up here.

Match or no match

A collaboration like the one between Puma and Pamela Reif is an example of a perfect match between brand and influencer. Pamela Reif is known for her content focus on sports and reaches a community that largely shares her interests. Her target group is exactly the people that Puma wants to reach with its products: people interested in sports. With her almost 9.2 million followers, she is one of the macro influencers on Instagram and creates a large reach both nationally and internationally. She is also a perfect match for the sports brand Puma.